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Adl-10 MR (Sess-01)
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Adl-10 MR (Sess-01)
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An Introduction to
Marketing Research
Sonia Singh
sonia23singh@gmail.com
Career Opportunities in Marketing Research
• Introduction to MR
• Why study MR
• Applications of MR
• When to do MR
• Limitations of MR
A voyage of discovery; A journey; An
attitude; An experience; A
method of critical thinking; A careful
critical enquiry in seeking
facts for principles
It is what a research is
What is marketing research?
• Marketing research: is the process of designing,
gathering, analyzing, and reporting information that
may be used to solve a specific marketing problem.
(Burns & Bush)
• …is the function that links the consumer, customer, and
public to the marketer through information—
information used to identify and define marketing
opportunities and problems; generate, refine, and
evaluate marketing actions; monitor marketing
performance; and improve the understanding of
marketing as a process. (AMA)
WHY STUDY MARKETING
RESEARCH
• Relevance
• Type and Nature of Information Sought
• Timing
• Availability of Resources
• Cost-benefit Analysis
Marketing Research
• An “investment” to • Must weigh costs and
reduce uncertainty benefits of research
• Can help guide – Money
decisions on – Time spent
– Whether to enter • No perfect method—
– Product characteristics tradeoffs between
– Promotional strategy methods
– Positioning
What Decision Makers Want From
Marketing Research
1 Should maintain client confidentiality
2 Should be honest
3 Should be punctual
4 Should be flexible
5 Should deliver according to project specifications
6 Should provide high quality output
7 Should be responsive to the client’s needs
8 Should have high quality-control standards
9 Should be customer oriented in interactions with client
10 Should keep the client informed throughout the
project
Marketing research provides information to
help implement…
Sales Research
• Sales Analysis by territory
• Sales Analysis by Product
• Sales Analysis by Customers
• Sales Forecasting
Product Research
• Concept Testing
• Product Testing
• Usage Test
• Test Marketing
Advertising Research
• Media Research
(a) Circulation Number
(b) Number of people exposed to media
(c) number of people buy the product
• Copy testing
Segmentation Targeting and
Positioning
• Bases of Segmentation
• Target Market
• Positioning of Product
• Key Point: To practice marketing; to
implement the marketing concept; to carry
out a marketing strategy, managers must
make informed decisions.
• Many decisions require additional
information and marketing research may
be needed in order to supply that
information.
Marketing Information System
Analytical Specification
Objective/ Model: Research of
Theoretical Hypotheses
Verbal, Questions Information
Foundations
Graphical, Needed
Mathematica
l
OBJECTIVES
BUYER BEHAVIOR
LEGAL ENVIROMENT
ECONOMIC ENVIROMENT
Marketing Research
Problem
Broad Statement
Specific
Components
The Role of Theory in Applied
Marketing Research
Research Task Role of Theory
1. Conceptualizing
Provides a conceptual foundation and understanding of the basic processes
and identifying underlying the problem situation. These processes will suggest key dependent
key variables and independent variables.
2. Operationalizing
Theoretical constructs (variables) can suggest independent and dependent
key variables variables naturally occurring in the real world.
3. Selecting a Causal or associative relationships suggested by the theory indicate
may whether
research design a causal or descriptive design should be adopted.
4. Selecting a The theoretical framework may be useful in defining the population and
sample suggesting variables for qualifying respondents, imposing quotas, or stratifying
the population
(see Chap. 11).
5. Analyzing andThe theoretical framework (and the models, research questions and hypotheses
interpreting data
based on it) guide the selection of a data analysis strategy and the interpretatio
of results (see Chap. 14).
6. Integrating The findings obtained in the research project can be interpreted in the light of
findings previous research and integrated with the existing body of knowledge.
Models
Awareness
Understanding: Evaluation
Preference
Patronage
Development of Research
Questions and Hypotheses
Components of the
Marketing Research Problem
Objective/
Theoretic
al
Framewor Research Questions
k
Analytic
al
Model
Hypotheses
Research Questions and Hypotheses
• Secondary Data
• Primary Data
•SALES/PATRONAGE RESULTS ( OUTCOMES )
PRIMARY •MARKETING ACTIVITY ( INPUTS )
DATA •COST INFORMATION
SOURCES INTERNAL •DISTRIBUTOR REPORTS AND FEEDBACK
RECORDS •CUSTOMER FEEDBACK
DATA
SOURCES
ELECTRONIC
•GOVERNMENT
•TRADE ASSOCIATIONS
SECONDARY •PERIODICALS
PUBLISHED •NEWSPAPERS
DATA
DATA •BOOKS
SOURCES
•ANNUAL REPORTS
•PRIVATE STUDIES
PRINTED
EXTERNAL
SOURCES
•STORE AUDITS
•WAREHOUSE WITHDRAWAL SERVICES
STANDARDIZED
•CONSUMER PURCHASE PANELS
SOURCES OF
•SINGLE SOURCE DATA
MARKETING
•NIELSEN’S TELEVISION INDEX
DATA
•STARCH SCORES
Secondary Data
INTERNET
Uses of Secondary Data
Economic Data
• United Nations
• World Bank
• Business International Publications
• Euromonitor
• World Casts
Sources of Secondary Data for
International Marketing Research
(Contd.)
Industry Data
– United Nations yearbooks
– U.S. Department of commerce
– The Economist (publication)
– World Casts
Background Data
– Dun and Bradstreet publications (e.G. Exporter's guide)
– Price Waterhouse publications
SIC / NAIC Code
Standard Industrial Classification System /
North American Industrial Classification
• Uniform numbering systems for classifying firms
• Up to 7 digits
• Total economy is divided into 11 divisions
• Data Accuracy
• Comparability of Data
Applications of Secondary Data in
International Research
There Are Four Types of Data Analysis Useful in
Demand Estimation in International Markets
• Lead-lag Analysis
• Surrogate Indicators
• Cross-sectional Data / Barometric Procedures
• Econometric Forecasting Model
Growth of Standardized Sources
Factors
• Multitude of information users having
common information needs
• When cost of satisfying individual user's need
is prohibitive
• The increasing use of scanner systems at the
check out points
At Amity
…learning never ends
the journey of excellence
continues…
Thank You